The best way to get into the press is by having an amazing brand story. Once you figure out your Brand’s story, its time to dial-in the digital marketing aspect. Time to get some media attention. Start building relationships (example: Twitter) with Journalists before you need them. Distribute Press Releases. Create a website Resource Center for media. Write guest articles. Make Podcast appearances.
Now its time to capitalize on it! The next biggest thing you need to figure out is where your readers & visitors are going to go after hearing about your company (brand) product or services. The target should be company website or specific landing page. The focus should be on a conversion strategy and website funnel design. Ideally, this should be figured out and created BEFORE seeking media coverage. Once everything is in place and the website conversions play out out, its manifest destiny.
Twitter should be part of your firm’s marketing strategy. There are a tremendous number of potential clients out there on Twitter looking for Financial Advisor (advice) help. As social media continues to increase with financial advisor usage – Advisors are using platforms such as Twitter as a powerful tool in increasing traffic back to their respected website.
Twitter is a tremendous source of delivering traffic to your website and hopefully (with the help of a superb website funnel) will convert them into quality leads. Twitter is an attractive channel for Financial Advisors (see statistics below) to not only reach prospective clients, but to nurture relationships with existing clients as well.
Dedicate a small portion of your day on Twitter promoting your firm’s original content as well as engage with users looking for financial advice. If your busy with current clients and have no time for social media marketing, hire a freelancer that specialized in FINRA & SEC compliant best practices.
Video Marketing is really intriguing to me. From watching countless of Financial Advisor videos, the delivery & production can be really good or really bad.
Video is an incredible tool to market your Financial Service if done right. Good sticky video content can increase brand awareness, website visit lengths (time-on site), lead generation, as well as compliment your YouTube channel. Video is the perfect type of content to share across social media sites like Facebook and Twitter. Sharing will maximize the most coverage.
A speaker’s charism must be “trust worthy” and compelling. The trust part is crucial if you want me to buy a product or gain a new financial service client. It really depends upon the charisma aspect, production quality and the actual subject. Video marketing is a powerful lead generation tool when done well.
Before looking into Video marketing, think about the ROI first.
- Time resource to make the actual video
- Produce the videos in-house? or do you outsource to a production firm?
- Costs of production (fly out a small team from a production firm or use a remote solution). Costs can also include equipment, script writing, etc.
Basic video success for Financial Advisors depends on the following:
- Length (1-5 mins).
- Production quality (high-resolution). When it comes to shooting and distributing your videos, it’s important to know about image resolution.
- Subject. Financial subjects include Medicare, Retirement, Social Security, Investing, Wealth Management, Personal Finance, etc. If the script is great and spot-on, the more clicks and visitors traffic back to the website = potential new client leads.
- Speakers charisma. Charismatic people are confident and need help establish trust for the video to interest potential clients.
Remote Video Creation solutions such as OpenReel & Vidyard offer great ways to add video into your emails & website. These services can film from anywhere remotely on a user’s computer or smartphone. Upload your compliant financial advisor videos and drive engagement and lead generation on all channels (website, social media, YouTube, email).
Upload the videos onto your website as well as YouTube channel. You can even host it on Vimeo where you can publish videos to any channel, customize the player and add powerful marketing tools to bump up engagement.
Most important – Be authentic, know your client “persona” target and provide FINRA & SEC compliant original video content. Focus on your financial service specialty!
Do you have a Financial Advisor website with amazing content? Original blog posts? Sticky landing pages? Videos? eBooks? Social Media is THE perfect platform to post & link all your SEC and FINRA compliant original content.
Social Media helps amplify the firm’s brand awareness. Showcasing original blog posts on social media will help push visitors (client leads) back to the home website. Presence on social media is also must if you want to get noticed and be respected. 79% of Twitter users like to discover what’s new, making it the top platform for discovery. Around one-in-five U.S. adults (22%) say they use Twitter
- 79% of Twitter users like to discover what’s new, making it the top platform for discovery
- People spend 26% more time viewing ads on Twitter than on other leading platforms
- 53% of people on Twitter are more likely to be the first to buy new products
- As of 2020, Twitter has 152 million monetizable daily users (up 21% year over year)
- 22% of U.S. adults use Twitter
- Number of monthly active users (MAUs): 330 million; number of daily active users: 152 million (Omnicore)
- Number of tweets sent per day: approximately 500 million (Omnicore)
- Around one-in-five U.S. adults (22%) say they use Twitter
- Make sure the landing page loads FAST, otherwise your Google quality score goes in the tank. Desktop Page should take no more than 6 seconds to load. I would avoid Flash at all cost as it adds to load time and its EOL. Your mobile landing page should load in under 5 seconds. Speed matters for conversions. Here is how to check…You can test your website load times at pingdom.
- Make it obvious which button to click to complete an action.
- Make sure there is white space. This improves the user experience and makes your call to action stand out. Your call to action button (link) should be 20% larger than your logo. Place button at top of page (left). Web readers tend to track through content in a rough F-shaped pattern. So format important images flush left. Display the secondary action below the primary action.
- Catchy headline (create a powerful hook) and few exit navigation options. Keep it simple.
- Make sure your images are catchy, contextual, and load FAST. Optimize your images! Descriptive image file names, ALT tags, file size, Anchor text.
- Check keyword usage. DO NOT spam keywords.
- Remove all possible distractions. Your design layout should be very clean, crisp, and clear. Get creative. No stupid redirects. Use a single dominate image or photo.
- If you use WordPress and have no experience in optimization, just add a WordPress optimization plugin.
- Concentrate on the upper 300 pixels of the page. Half of your visitors will not scroll “below the fold.”
Social Media should be part of your firm’s marketing strategy. There are tremendous number of potential clients out there in the Social Media ether looking for financial advisor help. As social media continues to increase with financial advisor usage – Advisors are using platforms such as Twitter, LinkedIn, Facebook company pages as a powerful tool in increasing traffic back to their respected website.
The number of active users on platforms like Twitter, Facebook, and LinkedIn, continues to grow exponentially, making social media an increasingly attractive channel for financial advisors to not only reach prospective clients and centers of influence, but to nurture relationships with existing clients as well.
After you optimize your profile (contact information, links to website, bio, background and profile logo image), it’s time to create sticky content. Sticky content should include original article blog posts that sit on your company website. Sticky content can also include landing pages, eBooks, YouTube channel, Video and even outside retweeted curated (SEC & FINRA compliant) content.
Dialing in targeting for those high-quality leads looking for Financial Advisor advice includes paid PPC social media ads in which you choose specific demographics for your ideal client (age, gender, household income, City, State, etc.). You can also dial in by selecting #Hashtags keywords that act as a search function for people looking for financial help (#WealthManagers #Advisors, #RIA, #CFP, City & State hashtag etc.). Social Media tools also help targeting. Tools such as HootSuite, Sprout Social, Wyng, Buzzsumo, Mention, Audiense and Google Analytics which provide social media tracking, monitors and analyzes traffic from social, tracks social campaigns and measures ROI.
Bottom line: Social Media is a tremendous source of delivering traffic to your website and hopefully (with the help of a superb website funnel) will convert them into quality leads.
Another key social media benefit for Financial Advisors – Building Brand Awareness. The first step is getting your name out there. You want to be “front of mind” when potential new clients are ready to seek out a new Financial Services firm.
Video is an incredible tool to market your Financial Service. Good sticky video content can increase brand awareness, website visit lengths (time-on-site), lead generation, as well as compliment your YouTube channel.
5 Video Content Tips for Financial Advisors:
- Length (1-5 minutes)
- Production quality (Hi-Res video, camera, setting, post production editing)
- Subject (clickable sticky subjects like Medicare, Retirement, Social Security, Estate Planning, etc.)
- Speaker Charisma (needs to come across as “authentic”)
- Script (teaser, catchy title, subject, problems & solutions, Call to Action)
*Make sure to include up front company disclosure and disclaimer to satisfy Financial Advisor Compliance rules. I will create another blog post on how to optimize specifically for a YouTube channel (tags, description, category, etc.).